Product Management and Marketing in the Telecom Sector (10 Days)

Introduction:

The integration between marketing and product management (PMM) is critical for company growth, especially in the fast-changing telecommunication industry. A proper understanding of the synergy between strategy and market insights enables businesses to maximize resources and drive growth. This PMM course, tailored to the specific features of the telecom, IT, and software sectors, delves into both disciplines, focusing on both B2B and B2C exchanges.

Participants in this training will gain both theoretical knowledge and practical techniques, including checklists, templates, course materials, and other resources to enhance their productivity. The focus is on providing a curriculum that accelerates the learning curve, equipping participants with skills typically gained through years of industry experience.

Objectives:

After completing this telecom sector product management and marketing (PMM) course, participants will be able to:

• Integrate knowledge, skills, tools, and best practices for product management and marketing.
• Build confidence and a clear understanding of their roles in product management and marketing, as well as the interaction between the two.
• Improve the quality and productivity of their work by applying advanced tools, templates, and checklists used in the industry.
• Maintain professional development by becoming a certified Product Focus Product Manager.

Training Methodology:

• Business and Management Simulations
• Case Studies that Require Assumption of Unfamiliar Roles
• Experiential Learning
• Informal and Formal Reviews of Written Content
• Iterative Evaluation

Course Outline:

Unit 1: The Product Management and Product Marketing Roles

• Importance of products to the organization.
• Stages in product life cycle management.
• Specific functions of product management and product marketing.
• Relationships and responsibilities of product managers and marketing managers.
• Using a RACI model for work allocation.

Unit 2: Marketing Strategies in Telecoms

• Sequential analysis of marketing strategies in the telecommunication industry.
• Identification of key marketing strategies.
• Elucidation of the seven Cs.
• Understanding and application of the eight Ps of marketing in the telecom industry.

Unit 3: Market Analysis

• Keeping up with market trends and responding with effective research methods.
• Structure of market analysis processes and competitive intelligence.
• Different segmentation strategies and targeting methods.
• Customer journey analysis.
• Competitive analysis using Porter’s Five Forces Tool.

Unit 4: Developing Propositions

• Crafting unique product propositions.
• Capturing the value proposition based on client needs.
• Encouraging innovation using Personas and the Kano Model.
• Communicating marketing strategies and value propositions effectively.
• Sales tools including elevator pitches, CRM, positioning diagrams, and sales crib sheets.

Unit 5: Business Cases

• Stakeholder management.
• Basic understanding of financial concepts and terminologies.
• Financial forecasting and sensitivity analysis.
• Avoiding common mistakes in business case development.
• Pricing strategies including value pricing, price skimming, and price penetration.

Unit 6: Agile Techniques and Product Development

• Implementation of Agile techniques, including Scrum.
• Overcoming common challenges in product management.
• Requirements gathering and prioritization using MRD.
• The importance of product development.
• Developing new products and the eight steps of new product development.

Unit 7: Launching and In-Life Management

• Differences between product management and product marketing.
• Key elements of product marketing, including the 7 Ps and 7 Cs.
• Best practices for product launch and in-life management.
• Tools for monitoring product performance, including dashboards and KPIs.

Unit 8: Product Strategy

• Basic concepts of product strategy in telecommunications.
• Portfolio management and tactical applications of models like BCG matrix.
• Development of barriers: Innovator’s Dilemma, Crossing the Chasm, and Blue Ocean Strategy.
• Lifecycle approaches and practical application of SWOT analysis.

Unit 9: Personal Effectiveness

• Insights from the Product Focus Product Management Survey.
• Removing Product Management personas and improving coaching and influencing skills.
• Strategies for becoming more of a strategist in the role.
• Time management, effective meetings, and prioritization.
• Applying course concepts and tools for professional distinction.

Unit 10: Real-Life Examples from the Telecom Sector

• Verizon’s strategy for launching 5G and customer acquisition.
• AT&T’s bundling strategy for customer retention.
• T-Mobile’s Uncarrier campaigns and setting new customer expectations.
• Comcast’s Xfinity brand and new home internet products.
• Vodafone’s strategic purchases to boost global presence.

Unit 11: Evolution of Technology and New Applications

• Recognizing market needs and trends in Value Added Services (VAS).
• Researching potential focus areas and targeting specific segments.
• Developing innovative VAS to stand out from the competition.
• Collaborating with application developers for effective product design.
• Engaging in beta testing for product validation.

Conclusion:

Participants will discuss PMM certification and training options for professionalizing their knowledge of network and product management. The course will also address how applicants’ educational qualifications align with the industry’s demands.